THE PENGUIN STRATEGYCreating influence with messages passed on from person-to-person
(Editorial Conecta, Random House Mondadori)

Key skills for exerting influence on the new environment of real-time, person-to-person domino communication.The demise of mass communications and the triumph of person-to-person communication technologies have given rise to a flood of information which is growing at a dizzying pace and fragmenting public opinion. Communication today means propagation. Irrational spirals, chain rumours, and impulsive forecasts end up undermining the confidence of clients, experts, opinion leaders and the mass media. The penguin strategy reveals the key points of person-to-person communication. When you’ve read it, you’ll be able to influence how others perceive your messages and, more importantly, how they pass on those messages to their network of trusted persons.”

Why do some business ideas sound so ruinous while others seem to ooze cash? Why is it some people are more convincing than others? Why do we find certain political speeches more alluring? How can we recall some ad campaigns almost word for word, yet others are quickly forgotten? How do some presentations manage to thrill and delight?

The answer is in the way the message is delivered. Storytelling helps us to transform simple data into genuinely personal emotions and sensations. Through narration, as opposed to argumentation, you’ll succeed in captivating your audience and making it invest quality time in you. By using dozens of amusing examples, such as stories of Hillary Clinton, Harley-Davidson,Madonna, Lost, or Youtube.com, Antonio Núñez reveals the secrets of storytelling, or the art of weaving a good yarn. You’d better tell the whole story reveals the decisive influence that stories can have, not only in the business world, but on our everyday lives. It’ll also show you just to what extent your personal success depends on how you get your reality across to others and to yourself.